Internet Usage                                                                                                             Back

Until few years ago, very few people in the country owned a personal computer or had access to the internet. In the past couple of decades, however, there has been a phenomenal growth in the information technology industry and today even children seem to know how to operate a personal computer. Gallup Pakistan has, therefore, been conducting regular surveys on computer and internet usage in the country.

In a survey conducted at the beginning of 2006, 30% of the respondents said that they had a computer in their house while 70% stated that they did not own a computer. 79% of the people, on the other hand, said that they did not use the internet. Of the remaining who did use the internet, 13% used it in their house, 5% accessed the internet from their office, 2% went to net cafes and 1% used the internet facility available in their educational institutes.

In a similar question asked later in 2006, 19% of the people claimed that they used the internet, regardless of whether they did so at home or somewhere else, as compared to 75% who did use the internet. 6% did not offer a definite response.

In another survey in 2006, the respondents were questioned about the benefits and the disadvantages of internet usage.  In this survey, 40% of the people said that they internet was asserting a negative impact on the society, 49% disagreed with this claim and said that they internet’s impact was a positive one and 11% said that they were not sure. In response to the question, ‘What, in your opinion, are the positive effects of internet on the society?’, 47% of the people stated that it made obtaining information easier and 7% claimed that it was now more convenient to contact people abroad. Another 7% believed that internet usage helped save time while 13% did not offer a response. Similarly, when asked, ‘What, in your opinion, are the negative effects of internet on the society?’, 24% were of the opinion that it had increased obscenity in the society, 14% stressed that people used it to view unacceptable and obscene songs, 4% considered it to be a waste of time and 10% felt that it had ruined the character of the youth and eroded their values. 13%, however, said that they did not know.

While it is undeniable that internet usage has increased in the past few years, it is still very difficult to ascertain its overall influence on the society and the economy. People have several options available to them and the use to which they put this technology is entirely up to them.

These surveys and polls were conducted by Gallup Pakistan, an affiliate of Gallup International, on a sample of over 1100 respondents in urban areas of all four provinces of Pakistan. This sample was statistically selected across all ages, income groups and educational levels. The error   for a sample of this kind is estimated to be +/- 5% at a 95% confidence level.

Pick Your Entertainer: India or Pakistan?                                                                 Back

One often hears the claim that there are no barriers and borders for art and creativity. Given the popularity of Indian songs and movies in Pakistan and vice versa, one is forced to accept this claim. Moreover, the two countries have now even initiated combined projects. Gallup Pakistan has been conducting regular polls on the subject.

In 2005, the people were asked about the kind of music they preferred. 24% said that they bought cassettes of Pakistani songs only, 39% bought cassettes of Indian songs only and 35% liked both Indian and Pakistani songs.

In 2006, 19% stated that they bought cassettes of Pakistani songs, 37% preferred Indian music and 39% asserted that they purchased cassettes of both Indian and Pakistani songs. 70% of the respondents also claimed that they watched Indian movies in contrast to 30% who stated that they did not watch Indian films. In addition, 69% admitted that they liked Indian movies the most, 10% preferred English films and 21% declared that they liked Pakistani movies the best. When asked about specific Indian channels watched by the public, 31% of those questioned said that they watched Star Plus.

The respondents were also questioned about coproduction between the two countries in 2006. 38% of the people believed that joint ventures will improve the quality of Pakistan dramas and films, 21% felt that they would deteriorate it, 24% were of the opinion that there would be no change and 17% said that they did not know. The respondents were clearly divided on the issue of Pakistani artists working in India. 50% favored such a situation and 50% were against it. Similarly, 52% were in favor of Indian artists working in Pakistan and 48% opposed such a scenario.

50% had had the opportunity of viewing a movie or a television serial in which artists from both the countries had performed. 49% had not watched any such film or television soap. Amongst those who had watched such a film or drama, 46% considered it to be good, 39% claimed it to be normal and 10% rated it as bad. 5% were not sure. 22% were of the view that Pakistani artists had performed better in the play or film, 19% felt that Indian artists’ performance was better and 59% thought that both had performed well. When asked about the quality of Indian and Pakistan movies and plays, 21% asserted that Pakistani movies were good, 61% considered Pakistani plays to be good, 40% rated Indian movies as good and 32% said the Indian plays were good.

When questioned about the exhibition of Indian movies in Pakistani cinemas, 52% said that they were in favor of such an action and 48% stated that they were against it. 58%, however, were of the opinion that the showcasing of Indian movies in Pakistani cinemas would increase the number of cinema goers, 13% felt that the number of cinema goers would decline, 25% believed that there would be no change and 1% did not offer a response. In response to another question, only 4 % of those questioned said that they went to the cinema, 55% stated that they watched movies on their television or cable and 15% used a VCR. 25% of the people said that they did not watch movies.

In 2007, when cable operators had once again started broadcasting Indian channels, 71% of the respondents said that they could view Indian channels on their cable, 14% said that they did not have access to Indian channels and 15% said that they did not know. 44% were in favor of broadcasting Indian channels, 36% were against it and 11% said that they were not sure. Similarly, 46%of the people were convinced that Indian channels were shown on public demand as compared to 33% who believed that they were broadcasted so that the people were distracted and did not watch the national news. 21%, however, expressed their uncertainty over the matter. When inquired about the channels that were mostly viewed by the public, 71% said that they mostly viewed Pakistani channels, 53% mostly watched Indian channels and 23% preferred English channels.

While the majority of the people seem to enjoy Indian music and like India movies, a lot of them are still against the idea of joint ventures and the showcasing of Indian movies in Pakistani cinemas. Perhaps the notion of India being an enemy or an opponent takes precedence when such a suggestion is put forward or maybe the people are simply worried that the much stronger Indian industry will completely take over and outdo Pakistan’s entertainment industry.

These surveys and polls were conducted by Gallup Pakistan, an affiliate of Gallup International, on a sample of over 1100 respondents in urban areas of all four provinces of Pakistan. This sample was statistically selected across all ages, income groups and educational levels. The error   for a sample of this kind is estimated to be +/- 5% at a 95% confidence level.

Television Primary Source of Information                                                                   Back

Gallup Pakistan has done a considerable amount of work to better understand the media habits of the Pakistani people. Not only does it conduct comprehensive surveys every year but relevant questions are also included in its weekly polls.

In a survey carried out in late 2006, the people were asked to describe the sources that they first turned to for various kinds of information. When asked about breaking news related to global events, 39% of the respondents said that they turned to the national television channels, 33% switched to international television channels, 9% opted for newspapers and magazines, 3% preferred the radio, 2% relied on internet blogs and another 4% depended on the government’s official internet sites. 12% did not offer a response.

As far as domestic events were concerned, 46% of those questioned in 2006 relied on the national television channel, 28% preferred international television channels and 8% preferred magazine and newspapers. The percentages of people who were dependent on the radio, internet blogs and official internet sites stood at 2%, 2% and 3% respectively. 12% of the people said that they did not know.

When the question of political background and detailed analysis of domestic events was raised in 2006, 40% of the respondents voted in favor of the national television channels, 28% opted for international television channels, 11% favored newspapers and magazines, 2% preferred the radio, 1% indicated towards internet blogs and another 2% liked to turn to official internet sites. 15% refrained from giving a definite response.

When asked about the political background and analysis of global events, 30% of the people said that they liked to view the national television channels, 35% liked international television channels and 18% preferred magazines and newspapers. 2% of those questioned preferred the radio, 3% favored internet blogs and 1% chose official media sites. 12% said that they did not know.

Similarly, in 2006, 34% of the people opted for the national television channels when seeking news about the local region, 32% preferred international television channels and 12% liked newspapers and magazines. The percentages of the respondents who preferred the radio, internet blogs and official internet sites stood at 2%, 1% and 2% respectively. 17% of the people said that they were not sure.

Lastly, in 2006, the respondents were inquired about the views and opinions of ordinary people. 34% of the people replied that they turned to the national television channels, 32% favored international television channels and 11% liked newspapers and magazines. 2% of those questioned opted for the radio, 1% liked internet blogs and another 2% turned to official media sites. 17% did not offer a definite response.

The exact same question was also extended in the year 2005. When asked about breaking news about global events, 37% of the respondents said that they turned to the national television channels, 32% switched to international television channels, 17% opted for newspapers and magazines, 2% preferred the radio, 2% relied on internet blogs and another 3% depended on the government’s official internet sites. 7% did not offer a response.

As far as domestic events were concerned, 38% of the people questioned in 2005 said that they relied on the national television channels, 33% preferred international television channels and 19% preferred magazine and newspapers. The percentages of people who were dependent on the radio, internet blogs and official internet sites stood at 2%, 2% and 1% respectively. 7% of the people said that they did not know.

When the question of political background and detailed analysis of domestic events was raised in 2005, 29% of the respondents voted in favor of the national television channels, 31% opted for international television channels, 21% favored newspapers and magazines, 1% preferred the radio, 2% indicated towards internet blogs and another 1% liked to turn to official internet sites. 11% refrained from giving a definite response.

When asked about the political background and analysis of global events in 2005, 30% of the people liked to view the national television channel, 35% liked international television channels and 18% preferred magazines and newspapers. 2% of those questioned preferred the radio, 3% favored internet blogs and 1% chose official media sites. 12% said that they did not know.

Similarly, 31% of the respondents surveyed in 2005 opted for the national television channels when seeking news about the local region, 34% preferred international television channels and 20% liked newspapers and magazines. The percentages of the respondents who preferred the radio, internet blogs and official internet sites stood at 2%, 2% and 1% respectively. 9% of the people said that they were not sure.

Lastly, the respondents were inquired about the views and opinions of ordinary people in 2005 as well. 27% of the people replied that they turned to the national television channels, 31% favored international television channels and 20% liked newspapers and magazines. 2% of those questioned opted for the radio, 1% liked internet blogs and another 1% turned to official media sites. 17% did not offer a definite response.

This data suggests that more and more people are relying on domestic television channels when seeking various kinds of information. The importance of the print media as well as that of international television channels has declined. There have been no significant changes in the proportion of people who favor internet blogs, official media sites or the radio.

These surveys and polls were conducted by Gallup Pakistan, an affiliate of Gallup International, on a sample of over 1100 respondents in urban areas of all four provinces of Pakistan. This sample was statistically selected across all ages, income groups and educational levels. The error   for a sample of this kind is estimated to be +/- 5% at a 95% confidence level.

Majority Prefers Satellite Channels                                                                             Back

Gallup Pakistan has been conducting regular surveys and polls to monitor satellite channels’/cable viewership in the country and its effects on the society at large.

In 2005, 74% of Gallup’s respondents claimed that they viewed satellite channels/cable, whether they had cable/dish at home or not. Comparatively, 25% stated that they did not view satellite channels or cable. Amongst those who did have a television at home, 68% had cable, 5% had SPTV, 2% borrowed a lead from a neighbor to watch satellite channels and 28% claimed that they did not do anything to view them.

These queries were repeated in April 2006. Back then, 61% of the people admitted that they viewed satellite channels or cable. Amongst those who viewed satellite channels, 90% had a dish or used cable, 2% used SPTV and 4% borrowed a lead from a neighbor. In those households where a lead or cable was available, 59% had a cable connection as compared to 41% who did not. As far as those who did have a cable connection are concerned, 43% stated that their monthly expenditure on cable was less than Rs. 200. 55%, on the other hand, claimed that their expenditure on cable stood between Rs. 200 and Rs. 300 month.

The respondents were also questioned about the influence of cable on the society in this survey. In return, 64% felt that its influence on the society was a negative one as compared to 32% who thought that cable had a positive impact on the society. 4%, on the other hand, said that they did not know. When asked to list the positive aspects of viewing cable, 45% identified increased access to information, 15% said that one could view more religious channels and 13% considered it to be a good leisure activity. 17% did not give a definite opinion. Similarly, the people were also inquired about the negative effects of cable. In response, 25% said that it has increased shamelessness and obscenity in the society, 15% considered Indian channels as a bad influence, 2% were of the view that it had driven people away from religion and 9% felt that it had harmful effects on children and the youth. 7% considered the movies and songs shown on cable as trashy and substandard and 5% identified the clothes worn by artists on these channels as shameless. 5% also said that there were no harmful effects of cable and 7% said that they did not know.

A similar survey was conducted towards the end of 2006. In that survey, 66% of the people said that they had a cable connection in contrast to 34% who did not have access to cable at their homes. When asked about the reasons for not having a cable connection, 68% replied that it was because they disliked some of the channels broadcasted on cable and 19% said that it was too expensive. When those who did not have a cable connection were asked if they would have one in the next six months, 89% replied in the negative and 9% replied in the affirmative. 2% of the respondents were unsure. On the other hand, those who did have a cable connection were questioned about its monthly charges. 30% stated that they paid up to Rs. 150 per month, 50% paid between Rs. 150 and Rs. 200 per month and 13% paid more than Rs. 200 per month. 7% stated that they did not know.

In 2007, 75% of the people said that they viewed cable/ satellite channels, even if they did so occasionally or even if they did not have access to them at home. 81% did so through cable, 4% used a dish, 7% borrowed a lead from a neighbor, 2% used SPTV and 5% used some other means. Amongst those who did have a lead or cable available to them, 87% had a cable connection while 12% did not have a cable connection. The figures stated in the last sentence suggest that the number of households which have a cable connection has increased over the past few years.

While the increasing trend of watching satellite channels and/or cable is good news for private television channels it is also an indication of increasing clutter on the television. It is becoming more and more difficult for television channels to get their message across to the audience. The converse it also true. Given the vast array of information available to them, it is becoming increasingly difficult for people to both digest this information and to glean out the more authentic and reliable news.

These surveys and polls were conducted by Gallup Pakistan, an affiliate of Gallup International, on a sample of over 1100 respondents in urban areas of all four provinces of Pakistan. This sample was statistically selected across all ages, income groups and educational levels. The error   for a sample of this kind is estimated to be +/- 5% at a 95% confidence level.

Performance of News Channels                                                                                  Back

Freedom and objectivity of the media, especially which telecast national and international news, are crucial to the development of any society. Keeping this in mind, Gallup Pakistan has questioned its respondents on the subject on several occasions. This allows Gallup to assess the trust that people have on the media as well as their opinions regarding media regulation and control.

In a survey conducted in November 2005 regarding the media, 52% of the people felt that the media was not objective enough, 49% stated that they did not trust journalists, 53% trusted small media organizations more, 56% felt that media organizations were more concerned about making money and 34% asserted that they did not trust international media chains. Also, 57% of those questioned were of the view that news from across the rest of the world affects our opinions, 50% considered the media as a force for the good and 45% said that they only trusted the media which relayed opinions similar to their own views. 58% also expressed a desire for more in-depth analysis of the news.

One very important news story that the media in Pakistan covered in 2005 was the October 8 earthquake. The public’s views about the media coverage of this tragedy are an indication of the faith that they place in the media. They also tell one about the specific media’s effectiveness in delivering timely and authentic news.

92% of the people found out about this incident through television, 4% were informed by friends, 3% first read about it in newspapers and 1% found out through the radio. As far as television is concerned, most people seem to have relied on local channels rather than international ones. When asked about the channel(s) on which they had heard about the earthquake, 69% named PTV, 73% indicated towards GEO, 50% identified ARY, 27% pointed out Indus TV and 25% named Aaj TV. Relatively, only 15% named CNN and 19% identified BBC. 17% had heard about the news on the radio as compared to 83% who had not, suggesting that the radio is not a very effective medium when it comes to delivering breaking news.

Local channels also seemed to have gained an edge over international ones when the authenticity of the news was questioned. 67% of those questioned were of the view that the media was providing authentic and timely news about the earthquake and its aftermath as compared to 30% who disagreed with this opinion. When requested to name specific channels that they considered as authentic, 75% of the respondents named GEO, 59% identified PTV, 43% opted for ARY, 38% indicated towards Indus TV and 29% pointed out Aaj TV. Comparatively, 32% named BBC and 26% identified CNN.

In a survey conducted in 2006, 71% of those questioned said that they trusted television channels when seeking information, 18% trusted newspapers and magazines, 3% laid their faith in the radio, 4% believed in the internet and 1% depended on their friends.

Questions were also asked about the objectivity of the media in 2006. In response, 68% of those questioned felt that the media was not objective enough, 42% did not trust international media chains, 52% trusted small media organizations more, 43% thought that media organizations were only interested in making money and 57% claimed that they did not trust journalists. 58% of the respondents were of the view that news from across the world affects our views while 53% wanted more in-depth analysis of news. 49% considered the media to be a force for the good.

One of the possible reasons that Gallup has been able to identify for the people’s lack of faith in the media is the government’s interference in the media, resulting in the media’s lack of independence. In a poll carried out in 2007, 70% of the people strongly felt that the media should be completely independent in contrast to 19% who thought that it should function under government policies and regulations. 11% of those questioned were doubtful. However, 15% of the people believed that the media in Pakistan had too much freedom, 50% felt that it had sufficient freedom and 35% were of the opinion that it lacked necessary independence.

The people also seemed to feel that the government had a tendency of interfering in the media’s functions. The respondents were also questioned about the attack on GEO TV by the Punjab Police during the Chief Justice crisis. 88% were aware of this incident and amongst them, 73% held the government responsible for it as compared to 26% who thought that the government was not involved in the attack.

While the people’s trust in the local media seems to have revived with the onslaught of domestic private news channels, there is still much left to be desired. It seems that both the government and the journalists need to work to establish their credibility and the existing channels to need to come up with a more comprehensive and effective plan for delivering authentic and timely news.

These surveys and polls were conducted by Gallup Pakistan, an affiliate of Gallup International, on a sample of over 1100 respondents in urban areas of all four provinces of Pakistan. This sample was statistically selected across all ages, income groups and educational levels. The error   for a sample of this kind is estimated to be +/- 5% at a 95% confidence level.